Client: Norglide Bearings
For the second year my client Norglide Bearings sponsored the Leadville Trail 100 mountain bike race. This year the brief was to get riders to talk about their bikes, why they have chosen a particular one to ride the Leadville race and in doing so weave the Norglide Brand Promise Making Small Parts Making a Big Difference into the narrative. The riders were asked to describe their relationship with their bike and how it makes them feel. In their answers they reference lightness, durability, responsiveness, power and control, all performance factors that inspire confidence and which link directly to the Norglide Brand Promise.